There are many different aspects to marketing...branding is only one component, and typically involves creating an identity for your company, including a name and logo, that is used consistently on all your product labels and customer communication.

Advertising is another component, and can include either taking out formal ads in various media or simply networking with others in your industry.

Ok, I have a very good friend who runs a branding business (he actually let me interview him for a CC article). A logo is not a brand. A trademark is not a brand. the colors on your website is not a brand. Do not confuse "physical" identifiers as "brand".

Spend a whole day on my friend's blog for some very interesting reading and a great education on branding. If you ever have the chance to hear my friend Tony speak in person, jump at the chance!

If you are only allowed to sell at farmer's markets, you probably don't need to worry about marketing too much at this stage. If I were you, I would take the steps necessary to legally sell outside of farmer's markets ASAP so you can capitalize on the networking you've already done.

I would also be careful about offering custom products on your web site if you are not legally allowed to sell said products (not sure how strict the laws are in Alberta).